Smartphones in online brand communities: Implications for sustainable brand loyalty

This study examines the role of Smartphones in Online Brand Communities (OBCs) in fostering brand loyalty in digital environments. Grounded in social identity theory, the research investigates how individuals’ identification with OBCs shapes their behavioural responses, including engagement in positive electronic word-of-mouth (eWOM) and resistance to negative brand information. The rapid expansion of internet technologies and smartphone usage has transformed how consumers interact with brands, positioning OBCs as critical platforms for relationship building, co-creation and continuous consumer engagement. Using a social constructivist approach, data was collected through an online survey of 40 OBC members from diverse backgrounds and countries. Purposeful sampling ensured that participants had relevant experience with OBCs and smartphone-mediated interactions. The findings reveal that affective commitment and a strong sense of belonging significantly enhance trust in the community, which in turn strengthens brand commitment. Additionally, the study highlights the pivotal role of social identity processes particularly self-categorisation and emotional attachment play a central role in shaping loyalty, encouraging consumers to advocate for the brand and remain resistant to competing alternatives. The study concludes that managers should strategically leverage OBCs as relationship management tools by fostering affective commitment, trust and community participation. By nurturing members’ social identities and encouraging user-generated content, organisations can enhance brand loyalty, strengthen customer relationships and achieve sustainable competitive advantage in digital markets.